Start Site Página 99

Challenges of e-commerce on Mother's Day: how to deal with the new consumer behavior

Mother's Day is an emotional date, just as it is important in the strategic sales calendar. However, consumers have been showing changes in behavior, with a preference for seeking the ideal gift in physical stores, thus valuing the experience at the moment of purchase.

According to a survey conducted by PiniOn, half of Brazilians (51.8%) plan to buy gifts on this date, in physical stores, with 46.2% in small establishments and shops. About 61.5% of the attendees are from the beauty industry, also including jewelry and costume jewelry.

This scenario challenges e-commerce to review its strategy in online stores, considering this period as an opportunity to qualify demand and, naturally, achieve better results. E-commerce can compete with brick-and-mortar retail on dates like Mother's Day, when it understands that it doesn't just sell a product, but a gesture, intention, and experience. What charms in the physical can be translated online when the brand ceases to be just a sales channel and becomes a connection channel, emphasizes Hygor Roque, Brand and Partnerships Director at UAPPI.

A recent PwC study on consumer behavior indicates that social media are popular for brand discovery and reviews: 78% of Brazilians use these channels to learn about new brands, and 80% research reviews to validate a company before making a purchase. However, consumers question the safety and reliability of the media, ranking it as the least trustworthy sector.

Since customer convenience is expected offline, the focus on digital is to connect data with sensitivity, so that loyalty goes beyond the click. “Use technology to surprise, adapt the shopping journey, provide options and control, bring clarity. Every touchpoint needs to show that the brand cares. Because the consumer doesn't remember who delivered quickly, they remember who made them feel unique," complements Hygor.

Mother's Day: survey reveals retail expectations and points to consumption trends

Rcell, one of the largest technology distributors in Brazil, with the support ofASUSconducted a proprietary survey to map the expectations, strategies, and challenges of retailers for theMother's Day 2025The survey interviewed retailers from all states in the country, ensuring a solid and representative sample of the market.

The survey results indicate optimism among retailers regarding sales growth for the date, as shown in the chart below:

Mother's Day is one of the most strategic dates for Brazilian retail, and the growth expectation reflects a combination of essential factors. The recovery of consumer confidence, the advancement of e-commerce, and the increased personalization of promotional actions have driven sector optimism. With structured planning and well-executed strategies, retailers have the opportunity to boost sales and strengthen their businesses this season.affirms Alexandre Della Volpe, Marketing Director of Rcell.

Regarding the estimated billing for the date,85,7%The traders project values above R$ 1 million. Others9,5%they forecast revenue of up to R$ 100,000, while4,8%They estimate a revenue between R$ 201 thousand and R$ 300 thousand.

The average ticket of purchases also promises to be high79,2%The shopkeepers believe it will be above R$ 450. Others8,3%they project values between R$ 251 and R$ 350, while4,2%They forecast an average ticket of up to R$ 150. Furthermore,4,2%they estimate amounts between R$ 151 and R$ 250, and the same percentage believe it will be in the range of R$ 351 to R$ 450.

Preparation for Mother's Day also varies among retailers. Most (50%) organize their strategies between one and two months before the date, while41,7%Preparations begin within a month. Just8,3%They start planning more than four months in advance, highlighting the importance of early preparation to maximize sales and ensure effective campaigns.

Regarding consumption trends, thedomestic products, such as washing machines, blenders, and air fryers, leading the list, being pointed out by50%of the respondents as the most sought-after items. Youpractical gifts, such as electric pots, coffee makers, and portable vacuum cleaners, represent25%of the demand.

Youluxury gifts, such as imported perfumes, jewelry, and the latest smartphones, also have a significant audience, corresponding to20,8%of choices. Already thepersonalized gifts, such as decorative mugs, photo albums, and customized personal care kits, appear with4,2%the preference.

Buying behavior and impact of installment payments

Millennials (26 to 41 years old) are the most significant consumers for the date, representing58,3%of the public. Next, Generation X (42 to 57 years old) corresponds to37,5%Regarding purchasing trends,37,5%Of the respondents, believe there will be no significant changes in consumer behavior compared to last year. However,33,3%they perceive a rebound in in-store purchases, while29,2%They bet on the growth of digital commerce.

Installment plans continue to be an essential factor in the purchasing decision process. To79,2%Of the interviewees, this modality has a great impact, being preferred by the majority of clients. Already20,8%they report an average impact, indicating that installment payments influence, but are not decisive for everyone.

Promotions and communication channels

Retailers are preparing to boost sales on Mother's Day with various promotional strategies. Among the most adopted strategies are the progressive discount and promotional packs, both with41,7%of adhesion. Other initiatives include offering gifts for purchases above a certain amount12,5%), raffles and contests (12,5%) and cashback8,3%). However,20,8%The merchants do not intend to carry out specific promotions for the date.

Regarding the priority channels for communication with customers, physical stores lead with25%preferably, followed by Instagram (22,62%), e-commerce (17,6%), WhatsApp (15,48%), Facebook (13,49%) and TikTok (6,35%).

In addition to actions to attract consumers, companies also plan strategies for loyalty and after-sales. The after-sales support stands out as the main initiative, adopted by66,7%of the retailers. Other strategies include loyalty programs and the creation of communities to offer exclusive discounts, both with8,3% of adhesion. Cashback, although among the initiatives, shows lower participation, with4,2%.

Research helps us better understand what consumers expect and how retail can prepare to meet this demand in the best possible way. Mother's Day is a key moment for the sector, and having access to these insights can make all the difference in retailers' performance.", concludes Alexandre Della Volpe."

What fuels your Artificial Intelligence?

Creating value for businesses through Artificial Intelligence (AI) has a fundamental basis that cannot be overlooked: what fuels AI. The revolution of this technology brought unimaginable benefits and completely transformed the way companies view data in their strategies. However, there is still an important path to travel for this truly transformative innovation to become genuinely relevant for companies. Many Artificial Intelligences are still fed with incorrect or very low-quality information. And, as a consequence, they only deliver results at the same level. The well-known concept ofgarbage in, garbage out"Enter trash, exit trash" has never been so true.

With advances in Generative AI and increased computational power, we are witnessing the generation of information and contexts on an extraordinary scale. To harness all this potential, using accurate and reliable data to underpin AI is key. After all, they are the fuel that feeds AI algorithms, and therefore, companies and organizations that do not invest in a solid data foundation may take longer to implement these solutions. Or worse. They can adopt the technology incorrectly and turn this initiative into a major problem.

For AI to produce accurate and useful results, the data supporting it must reflect the reality of the market and the company without errors or distortions. This requires them to be diverse, collected from different sources, to reduce biases and ensure that applications are less likely to make unfair decisions. Furthermore, it is necessary to consider the constant updating of information and its accuracy, because when they are outdated or incorrect, they produce imprecise answers, compromising their reliability. Updated data allows AI models to follow trends, adapt to multiple scenarios, and deliver the best possible results.

In the financial market, for example, incorrect data can lead to inadequate credit risk analyses and forecasts, resulting in the approval of loans for delinquent clients or the denial for good payers. In the logistics sector, outdated and poor-quality information causes distribution problems with out-of-stock product sales, leading to delivery delays. And, consequently, loss of clients.

Data security is also paramount. Leaving them vulnerable in AI applications is like leaving a vault door open, exposing them to theft of sensitive information or manipulation of systems to generate biases. Only through security is it possible to protect privacy, maintain the integrity of the model, and ensure its responsible development.

Data ready for AI also need to be identifiable and accessible within the system, or they will be equivalent to a library full of locked books. Knowledge exists, but it cannot be used. But, it is important to highlight here the importance of granting access to the correct people and areas. The same data can be accessed in its entirety by an area, that is, complete and detailed. In another, only access to the totalization of the data may be granted, in a summarized form. A certain data will not always be accessible to everyone in the same way. Identifiable information, possible through the use of business and technical metadata, reveals the true potential of machine learning and Generative AI, allowing these tools to learn, adapt, and generate innovative insights.

Finally, the data needs to be in the correct format for machine learning experiments or Large Language Model (LLM) applications. Facilitating the consumption of information helps unlock the potential of these AI systems, enabling them to ingest and process it smoothly and transform it into intelligent and creative actions.

The path to maximizing the potential of Artificial Intelligence in business inevitably depends on the quality of the data that feeds it. Companies and organizations that understand the importance of a robust, secure, and up-to-date database gain a competitive edge, turning AI into a strategic ally and a market differentiator. This new era of innovation we are experiencing requires companies to invest in the right ingredient — their data — to steer the AI engine in the right direction, bringing a new perspective to business.

ERP in the digital era drives corporate efficiency

In a scenario marked by the acceleration of digital transformation, the systems ofEnterprise Resource Planning(ERP) systems are consolidated as strategic pillars to drive operational efficiency. More than management tools, these platforms evolve into intelligent ecosystems, integrating disruptive technologies such as cloud, Internet of Things (IoT), and Artificial Intelligence (AI) to meet the demands of a hyperconnected market.

Initially focused on transactional stability and data integrity, ERP has become a strategic element, shaping the digital transformation journey of companies. In a combined scenario of historical robustness and new analytical capabilities, embedded intelligence, and automation journeys, the ERP transforms into a gear for innovation, paving the way for a new approach to services.

Transition to cloud-based ERP

Migration to modelscloud-basedredefine the business infrastructure. Gartner data indicates that 85% of large companies will adopt cloud ERP by the end of 2025, driven by advantages such as dynamic scalability, reduced operational costs, and continuous updates. The elimination of hardware investments and the guarantee of remote access, with integrated disaster recovery, transform business agility, allowing organizations of all sizes to adapt to market fluctuations in real time.

Universal mobile access

The demand for ubiquitous access requires ERPs to transcend physical boundaries. Robust mobile functionalities, with intuitive interfaces similar to consumer-grade apps, allow employees to approve production orders, monitor financial metrics, or manage supply chains directly from smartphones. This portability not only eliminates logistical bottlenecks but also synchronizes critical decisions with the speed of modern business.

Embedded Business Intelligence

The era of decision-making based on intuition is gradually coming to an end. Contemporary ERP platforms incorporate predictive analytics and interactive dashboards, establishing themselves assingle sources of truthBy integrating data visualizations and self-service reports, they eliminate fragmentation between systems and provide actionable insights, from cost optimizations to demand forecasts. According to Grand View Research, this movement will contribute to the ERP market reaching US$ 64.83 billion by 2025, with an annual growth of 11.7%.

AI and Machine Learning in process automation

Machine learning algorithms are rewriting the logic of ERPs. By analyzing historical and behavioral patterns, these solutions not only automate repetitive tasks but also anticipate failures in production lines, personalize workflows, and refine tax forecasts with increasing accuracy. Forbes projects that by 2025, more than 90% of corporate applications will integrate AI, a leap that redefines the interaction between humans and machines, transferring reactive functions to cognitive systems.

Connecting smart companies with IoT

The convergence between ERP and the Internet of Things materializes the vision ofsmart enterpriseEmbedded sensors in physical assets, from industrial machines to logistics vehicles, feed systems with real-time data, enabling algorithms to detect anomalies, adjust delivery routes, or optimize energy consumption autonomously. This interaction between the physical and digital worlds not only eliminates manual intermediaries but also creates virtuous cycles where each operation generates intelligence for the next.

The future is already contextual

Even with all the benefits, ERP transformation still presents a key challenge, which is perceived cost versus delivered value. There are still perception challenges regarding return on investment (ROI), especially for companies that adopt migration in a partial or conservative manner.

Looking ahead, the tools that support the update with the growing maturity and consolidation of practices such as clean core and cloud-first strategy make the outlook more promising for companies that decide to move forward.

While traditional ERPs were limited to recording transactions, the new generations of these systems act asdigital orchestratorsThe combination of cloud computing, ubiquitous mobility, and prescriptive analytics creates a landscape where efficiency ceases to be a metric and becomes a continuous, adaptive, proactive, and above all, invisible process. For companies aiming for digital maturity, the message is clear: integrate or fall behind.

Continuous improvement and safety culture gain strength in the work environment

At Aeroflex, a Paraná-based manufacturing industry, a simple PVC pipe became a symbol of transformation. Installed by an employee to prevent an iron rod from slipping and causing accidents, the adapted device became a reference. Ali, such initiatives do not go unnoticed and are publicly celebrated through the "Security Star" process, created to recognize those who contribute practical ideas to make the factory safer. In 15 months, dozens of solutions were implemented — some at no cost, but with a high impact. "Safety here is no longer seen as a cost or a rule. It is a value, something we must practice even when no one is watching," says Marcelo Arice, EHS (Environmental, Health, and Safety) coordinator of the company.

Aeroflex is an aerosol solutions manufacturing company based in Curitiba (PR), and its experience reflects a growing trend in Brazilian industries: the incorporation of continuous improvement tools as a strategy for accident prevention. One of the pillars of this process is lean management, an approach that aims to make work more efficient by eliminating excesses and focusing only on what adds value. The debate gains momentum with World Day for Safety and Health at Work, celebrated on April 28th, which runs parallel to the National Campaign for the Prevention of Work Accidents (Canpat 2025), launched in April by the Ministry of Labor and Employment.

The topic is urgentFederal government dataThey reveal that Brazil recorded, only in 2023, more than 732,000 cases of work-related accidents and illnesses. Of these, 2,780 resulted in death and more than 6,300 in permanent disabilities. Underreporting still prevents a complete picture. It is estimated that the economic impacts exceed R$ 400 billion per year, equivalent to up to 4% of the national Gross Domestic Product (GDP), according to the Statistical Yearbook of Work Accidents by the Ministry of Social Security.

For specialists, more than formal protocols, it is necessary to cultivate a safety culture, and it is at this point that methodologies like 5S, the foundation of lean management, take on a leading role.

Organization, perception, and belonging

Consultant Edison Medeiros, a specialist in Lean management and a consultant at Gemba Group, compares caring for workers to the care given to a small child. "If there is a table with a corner, it's no use telling her not to hit her head. It's necessary to eliminate the risk condition. And it's the same with adults," he affirms. According to him, the first step is to structure the environment to prevent the error from occurring. The 5S helps exactly with this. When you remove what is unnecessary, organize the space, and standardize routines, it reduces accidents and improves physical and mental health.

The methodology, created in Japan, involves five pillars: utilization, organization, cleaning, standardization, and self-discipline. Goes beyond appearance, as it directly influences ergonomics, circulation, visibility, and behavior. "Many occupational illnesses begin when the employee needs to bend repeatedly, reach for objects out of reach, or live with invisible dirt, such as dust and fungi," says Edison.

Brasílio da Silva, a specialist consultant with 30 years of experience and expertise in occupational safety, reinforces the argument. When you start by taking care of the basics — such as signaling an outlet, covering a hole in the floor, or eliminating an exposed wire — you are beginning a process that changes the way everyone perceives the environment. Safety begins with the visible, but transforms the invisible: culture. For him, the safety culture is the foundation upon which the risk perception is built.

But to work, the method cannot be imposed. "Sense means understanding. The person needs to know why they are doing it, to understand that it protects them. Otherwise, they will only comply when the manager is watching," adds Edison. He argues that companies aiming to establish a safety culture need to promote understanding and foster a sense of belonging: "When the employee feels cared for, they take care in return."

Simple actions, lasting effects

At Aeroflex, lean manufacturing has been implemented in partnership with Gemba Group, a consultancy specialized in Lean management, continuous improvement, and professional training. Since then, the security area has shifted from a supporting role to the main one. "Today we have seven committees, including the 5S and Security Guardians committees. All employees participate in some of them. The goal is to make safety responsibility a shared one," explains Marcelo Arice, EHS coordinator at Aeroflex.

He cites other examples of improvements proposed by the employees themselves. An electrician increased the brightness of an area by 40% by replacing the frosted acrylics of the luminaires with transparent ones. A Production Supervisor adapted discarded cages to transport drums more safely. Even the pantry worker suggested adjustments to the organization of the pantry to improve a simple coffee-making process and to prevent short circuits.

The purpose of security as a value — and not just an obligation — is at the heart of the change. "We work with risk perception, something that varies among people. Some are unconsciously insecure and do not realize they are in a risky situation. The focus now is to level this perception," says Marcelo. He highlights that critical areas, such as logistics and forklift operation, receive targeted training to develop attention and safe behavior.

Brasílio agrees and recalls that one of the main difficulties in companies is precisely the lack of shared perception. "Everyone takes care of their own area, but true security requires that everyone knows how to recognize risks and communicate what they perceive. This is corporate citizenship."

Management and leadership systems by example

Beyond individual actions, a safety culture requires structure. Brasílio advocates for the adoption of management systems based on international standards such as ISO 45001, which organize processes and guide decisions based on data. "A company that already maps risks and monitors indicators has a much higher chance of acting preventively. And it may even dispense with bureaucratic steps required by law, such as the Risk Management Plan (PGR). This shows that management and safety go hand in hand," explains the consultant.

According to him, many companies still see security as an expense, not an investment. "Despite that, a single serious incident is enough to understand that prevention costs less," emphasizes Brasílio. He advocates for the use of effective training, reliable data, and active listening to raise awareness among leadership. "The manager needs to be the first to set an example. Power is imposed by the position, but authority is earned through behavior," he emphasizes.

For Edison, the coherence between speech and practice also defines culture. There's no use saying that safety comes first if the locker room is degraded or the cafeteria is unsanitary. This value must be translated into visible actions.

Obligation for culture

Despite the challenges, the three specialists are unanimous: there is progress. "There are already companies with a well-established safety culture. They started years ago, with simple actions, and persisted," says Edison. For Brasílio, the Green April can help accelerate this process.

Brasílio also warns about the evolution of legislation, which now includes topics such as harassment, psychosocial risks, and mental health. Mental illnesses will surpass physical illnesses in the coming years, according to the World Health Organization, and the work environment needs to keep up with this reality.

Furthermore, Brasílio and Edison argue that care for the worker should go beyond the company's gates. "An employee who knows they are safe works better; but they also need to go home well, to be with their family. That is also culture," affirms Edison. Brasílio adds: "Safety is reflected at home. The employee who wears glasses to drill through the factory wall shouldn't climb on an unstable chair to do the same at home."

In the end, change doesn't depend solely on rules or training, but on a shift in the way work is perceived. "Taking workplace safety seriously is what you do when no one is watching you," says Marcelo. This is the level of maturity that the Brazilian industry still seeks and that begins with small actions, repeated every day, until they become a culture.

Pontaltech announces new marketing manager

What is your preferred channel for communicating with companies? Each of us has our favorite way where we feel most comfortable doing so, which requires the market to be available to retain its customers and boost sales. Taking another step forward in this mission, Pontaltech, a technology company specializing in omnichannel communication, has just announced the appointment of Márcia Assis as the new marketing manager, with the goal of strengthening the company's presence in the market as a reference in innovative solutions in the field.

With 15 years of experience consolidated across different companies and sectors focusing on marketing and branding, her professional journey has enabled her to tackle challenging projects that helped her develop important skills and a broader strategic vision of the market, having worked in various areas of business development, go-to-market strategy for brands and products, 360 marketing campaigns, performance marketing, content marketing, and events.

Everyone, lessons they intend to apply directly in this new phase. "I have always had a keen eye on the market, and when I learned about the opportunity for the marketing manager position at Pontaltech, I immediately identified with the company's values and its expansion phase. The connection with the team and leadership was very natural from the beginning of the process, which made my eyes light up to walk through this door," she shares.

Your arrival was fundamental to the company's new phase, as explained by Renata Reis, CRO of Pontaltech. "We want to transform communication between companies and clients by offering solutions that truly simplify and optimize this relationship. Our challenge is to redefine the role of marketing to drive the company's new phase, something that, under Marcia's leadership, we have high expectations of building something very meaningful," she states.

Assuming the position of department manager, the professional will be responsible for leading the team with a focus on repositioning the brand, aligning inbound and outbound marketing strategies, content (website, blog, and social media), events, and institutional communication – integrating marketing with other company departments to increase this synergy and achieve the expected results.

In a scenario of increasing competition and constant technological innovations, the challenge will certainly be great. But none of this dampens the expectations of the new manager. "I am confident that we will be able to reposition Pontaltech as an innovative reference in the sector, and for that, I plan to work with data to make more assertive decisions, investing in strategic actions, strengthening our presence at major industry events, and enhancing content marketing. I also want to build a high-performance team focused on results and innovation," he emphasizes.

With significant experiences built on these fronts, the goals could not be better. "We want marketing to be a driver of Pontaltech's growth. Márcia's arrival gives us great expectations that we will acquire more large accounts and establish ourselves in more market sectors, increasing recognition of our expertise and directly contributing to an increasingly better financial result," concludes Renata.

HQ announces the launch of its own e-commerce and strengthens its presence in the national market

A HQ, a brand belonging to the Belmicro Group and recognized for offering solutions in home appliances and electronics with the positioning "For all moments," has just announced the official launch of its own e-commerce. The new platform goes live with the goal of expanding direct engagement with the end consumer, consolidating the brand's digital presence, and providing a safe, practical, and comprehensive shopping experience.

The initiative marks another strategic step for HQ in strengthening its presence in the national retail sector, following the behavior of the new consumer, who is increasingly connected, informed, and demanding. With an intuitive layout, smooth navigation, and a robust structure, the e-commerce was developed to facilitate access to the brand's extensive product range, which includes small appliances, home appliances, TVs, and air conditioning products, all with fast delivery, special conditions, and guaranteed support. Belmicro Group.

The launch of the HQ e-commerce reinforces our commitment to convenience, quality, and proximity to consumers. More than selling, we want to create a pleasurable, accessible shopping journey with the credibility that is already part of our DNA, says Antônio Américo, CEO of Belmicro.

The platform will also offer exclusive content, seasonal campaigns, and benefits for consumers seeking products with modern design, functionality, and excellent cost-benefit. The expectation is that e-commerce will represent a strategic channel to accelerate the brand's growth and expand its market reach.

The project is part of the digital expansion plan of HQ and Grupo Belmicro, which in recent years has been investing in strengthening channels, brand positioning, and portfolio diversification, with a focus on performance and sustainable relationships with clients and partners.

With the launch, HQ reinforces its purpose of being present in the various moments of Brazilians' lives — whether in the kitchen, living room, office, or any other space where comfort, practicality, and style are welcome.

Companies that increase their level of digital maturity have a higher chance of customer retention

Speed in responding to the customer is the line that separates success from frustration. A study by Harvard Business Review reveals that companies that contact potential clients within one hour are seven times more likely to convert these leads compared to those that take longer.

Additionally, data from InsideSales shows that the chances of converting a lead decrease by 80% after five minutes of initial contact. That is, the qualification probability is eight times higher in the first five minutes compared to a 5 to 24-hour interval.

In the physical world, a consumer who enters a store and is not served quickly may simply leave and look for another option. In digital, the logic is the same, only now the competition is just a click away. If a company takes too long to respond to a WhatsApp message or a quotation email, it loses the chance of conversion to those who arrived earlier.

"Today, it's no longer just about providing good service, but about providing quick and quality service. Response time determines the closing of a deal and, in many cases, builds customer loyalty. Those who do not adapt lose ground," emphasizes Mateus Miranda, CIO of Irrah Tech, a company specializing in digital solutions for businesses.

With increasingly demanding consumers, it is not enough to just train teams to respond more quickly. Technology emerges as an essential strategy, and artificial intelligence (AI) has stood out as a crucial tool to bring brands and customers even closer together.

Irrah Tech, for example, developed GPT Maker, a solution that creates and customizes chatbots to meet the specific needs of companies. Unlike traditional chatbots, which follow rigid flows, the Irrah Tech system interprets contexts and adjusts the tone of voice according to the client, speeding up service by up to 50% compared to traditional systems.

The CIO also highlights that this occurs because AI is capable of responding more quickly and efficiently, handling simple issues and only forwarding the more complex cases to humans, without interrupting the flow of interaction, that is, without pauses or breaks in the natural sequence of the conversation. The time savings are mainly due to the ability to provide immediate responses, reduce waiting time, and optimize the problem-solving process. For example, in a traditional service, the customer may wait for delayed responses, need to repeat information, or be transferred from one representative to another. With the mentioned system, the communication flow is maintained continuously, providing a faster and uninterrupted experience.

CHATBOT learns and creates emotionally intelligent communication

Miranda explains that GPT Maker is not an ordinary chatbot. It learns from the content the company already has, such as websites, internal documents, and previous interactions, ensuring more accurate and personalized responses. Additionally, it allows for 'personalizing' the interaction, creating communication with emotional intelligence tailored to the target audience's profile.

The versatility of the tool allows application in different sectors, from retail to health and food. Companies that handle large volumes of customer service, such as e-commerce and service networks, benefit from automation to maintain active support 24 hours a day, seven days a week.

"Think of a restaurant that receives dozens of orders and inquiries via WhatsApp every day. With traditional service, customers would face virtual queues, ignored messages, and lost orders. With an AI-trained chatbot, responses are instant: the customer receives the menu, chooses items, makes the payment, and receives confirmation, all without human intervention. This reduces errors and increases customer loyalty, as the process becomes faster, more efficient, and uninterrupted, providing a more satisfying and hassle-free service experience."

In the fashion industry, automation is also already a reality. Kigi, another product from IRRAH, is an ERP integrated with WhatsApp and an e-commerce platform aimed at retailers in this segment. "In addition to facilitating sales, the solution streamlines communication with clients and suppliers, automating processes that previously required time and manual effort," he explains.

With accelerated digitalization, response time will continue to be a key factor in the customer experience. Tools like Dispara Aí and Plug Chat, both from Irrah Tech, are already being adopted by companies looking to optimize WhatsApp for marketing automation and customer service management.

"Technology does not replace the human factor, but complements it. Ultimately, what the consumer wants is a quick, personalized, and frustration-free experience. And AI is the best ally to deliver that," concludes the specialist.

Your client wants to be heard and not convinced: the role of conversational marketing in the new era of experience

Marketing has always been a one-way street: brands spoke, consumers listened. But that has changed. Today, the consumer wants to converse — and not be interrupted. This change in behavior requires companies to rethink their way of communicating. It is in this context that conversational marketing emerges: an approach focused on real-time, personalized, and scalable dialogues that connect brands and people with greater relevance.

The impact of this model is evident in the numbers. According to a Juniper Research study released in July 2022, global spending on conversational commerce (c-commerce) is expected to grow nearly sevenfold, reaching approximately $290 billion in 2025.

According to the "Next in Personalization 2021" report by McKinsey & Company, 71% of consumers expect personalized interactions, and 76% feel frustrated when this does not happen. Furthermore, the same report indicates that companies adopting personalization strategies can achieve an increase of up to 40% in revenue.

Personalization, by the way, is one of the main differentiators of this approach. With the use of data and artificial intelligence, companies can tailor their messages and offers to individual customer preferences, creating more relevant and efficient communication.

Magazine Luiza, for example, one of the largest retailers in Brazil, uses artificial intelligence in its virtual assistant, Lu, to provide personalized service via WhatsApp and other digital channels. The assistant answers questions, helps in product searches, recommends offers based on the customer's purchase history, and even facilitates payment via chat. This model reduced response time and increased the customer conversion rate interacting via chatbot, demonstrating how personalization and automation can boost retail results. The Sephora chatbot recommends personalized beauty products based on the customer's preferences.

For Luan Mileski, head of product and business at IRRAH TECH, the efficiency of this strategy goes far beyond quick service. I see daily the impact of a well-implemented approach. Talking to the client is not about responding quickly; it's about understanding what they truly need. When the company listens intelligently, conversion happens naturally. Technology alone doesn't sell. What sells is active listening, enhanced by technology.

Automation also brings scalability. With a structured system, companies expand their service capacity without increasing operational costs. The "Next in Personalization 2021" report indicates that 71% of consumers expect personalized experiences, clearly highlighting the demand for customized interactions.

And how to integrate conversational marketing into retail? The efficient implementation of conversational marketing requires planning. Baleco highlights some key points

Definition of channelsWhatsApp Business, Facebook Messenger, Instagram Direct, and automated SMS are some of the most used tools for direct interactions with consumers.

Creation of intuitive flowsConversations should be natural and fluid, reflecting the language and needs of the target audience.

Clarity in objectivesEach interaction must be aligned with the company's commercial strategy, ensuring efficiency in service and a positive impact on sales.

Automation with customizationAI can optimize processes, but it is essential to maintain a human touch to create more authentic connections.

Monitoring and improvementsConstant monitoring of interactions allows adjustments and improvements, ensuring that the strategy remains effective and relevant.

The combination of artificial intelligence with human service not only makes companies more efficient, streamlining processes and reducing costs, but also enhances the customer experience. This integration ensures more personalized, effective, and humanized interactions, creating stronger and longer-lasting connections with consumers, ensuring a smoother and more satisfying experience throughout the entire purchase journey," concludes Baleco.

ACSP: 46.7% of Brazilians plan to buy gifts for Mother's Day

The national purchase intention survey conducted by the São Paulo Commercial Association (ACSP), carried out by PiniOn, which included a sample of 1,631 respondents. Of the total, 46.7% of respondents plan to buy gifts for Mother's Day, 32.0% said they do not intend to do so, while 21.3% are unsure. Compared to last year, the proportions of those who expressed an intention to buy and those who do not plan to purchase gifts have slightly increased, decreasing the percentage of undecided individuals.

Of the group of respondents who plan to present their mothers, 39.7% intend to spend more than in 2024, while 34.2% wish the opposite. Compared to last year, the proportions of both types of respondents increased, although slightly in the second case. In terms of spending level, most (77.6%) intend to spend between R$ 50.00 and R$ 600.00.

The research also indicated that most purchases would be made at small establishments (43.7%), and in person, at physical stores (60.8%). Most of the respondents (69.4%) stated that they would not use the 13th salary advance for purchases for this holiday.

Table 1 lists the main categories of goods and services that are part of the respondents' purchase intentions, as well as whether the payment would be made in cash/debit, PIX, or in installments. It is important to remember that more than one gift option can be chosen by each of the respondents.

The clothing sector remains one of the main items, with 52.9%, but it is well below what it was before the pandemic (80.0%). Gifts related to the beauty industry, in addition to jewelry and costume jewelry, continue to be remembered for mothers and account for approximately 58.2% of the intentions.

On the other hand, a reduction is observed in the categories of furniture, appliances, and digital products, which together account for approximately 38.4% of purchase intentions, down from 45.1% recorded in the previous year's survey. This decline may be related to the increase in interest rates compared to last year.

Chocolates (alone with 15.5% of preferences) continue to be mentioned, even after Easter, while together with flowers, they account for 27.5% of preferences.

In general, a significant decrease in the willingness to make installment purchases compared to 2024 continues to be observed, while for most items there remains a greater preference for using cash and debit cards, and regarding the use of PIX as a form of immediate payment, although this modality has also increased.

The decrease in the intention to parcel purchases could be associated with a significant increase in interest rates compared to last year, in a context of high household debt.

According to ACSP economist Ulisses Ruiz de Gamboa, in summary, purchase intentions for Mother's Day generally continue to favor lower-priced items, less dependent on credit financing.

"The intention to buy on the date increased moderately compared to last year's survey, reflecting the more difficult financial situation faced by families, in a context of high interest rates, high indebtedness, and sharp increases in the prices of basic goods. In any case, the greater propensity to buy in person, at small establishments, would especially benefit more traditional commerce," explained Ruiz de Gamboa.

[elfsight_cookie_consent id="1"]